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Children and food advertising effects: When are they old enough to resist?

Children and food advertising effects: When are they old enough to resist?. Jennifer L. Harris October 22, 2008. “Food marketing works” (IOM, 2006). Brand recall Brand preferences Requests to parents. But how does it work?. How?. Unhealthy Diet. Food Ads.

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Children and food advertising effects: When are they old enough to resist?

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  1. Children and food advertising effects: When are they old enough to resist? Jennifer L. Harris October 22, 2008

  2. “Food marketing works”(IOM, 2006) • Brand recall • Brand preferences • Requests to parents

  3. But how does it work? How? Unhealthy Diet Food Ads Implications for effective solutions and public policy

  4. Outline of discussion • Psychology of advertising effects • Intended effects • “Side effects” • Developmental differences • Potential solutions

  5. Food advertising effects Most existing research is based on an information processing model Explicit Beliefs and Attitudes Unhealthy Choices Food Ads Source: IOM, 2006

  6. Information processing Serial approach to persuasion (McGuire, 1976) Attention Comprehension Encoding Memory retrieval Memory storage Agreement Behavior Decision

  7. Current advertising theory Effects occur “Under-the-radar” • Classical conditioning (positive affect) • Mere exposure (Zajonc et al.) • Brand representations (Keller, 2003) • Core motivations • Popular events, characters, celebrities • Purchase and consumption occasions

  8. Brand representations Attitudes: “object-evaluation associations in memory” (Fazio, 1986) unhealthy dieting tasty milk Oreos fun Jessica Biel fattening snack family

  9. Current advertising theory Priming effects: Subtle cues in the environment (primes) Automatically affect behavior, outside of conscious awareness Food advertising = Real-world primes

  10. When do children understand? Age 7/8 Age 12 Attention Comprehension Encoding Memory retrieval Memory storage Agreement Behavior Decision Sources: John, 1999; Kunkel et al., 2004

  11. Are adolescents more susceptible? According to alcohol and tobacco literature, Adolescents are: • Less able to inhibit impulsive behavior and wait for longer-term rewards • More susceptible to peer influence and image advertising • More vulnerable to addiction Source: Pechmann, Levine, Loughlin & Leslie (2005)

  12. Potential solutions How to defend against “under-the-radar” advertising effects? • It’s very difficult • Automatic acceptance (Gilbert, 1993) • Mindless processing (Chanowitz & Langer, 1981)

  13. Teaching advertising defenses Nonconscious mental contamination (Wilson & Brekke, 1994) • Awareness • Understanding • Motivation • Ability

  14. Proposed solutions Media Literacy Nutrition Education Unhealthy Choices Food Ads • Reduced • exposure • Television • Under 12 years

  15. What about? • Adolescents and adults • Other forms of advertising • Product placements • Sponsorships, co-branding, licensing • Internet

  16. What is the policy question? At what age can children defend against advertising effects? OR At what age are we no longer obligated to protect youth from unhealthy advertising influence?

  17. Thank you! www.yaleruddcenter.org

  18. Priming obesity Taste Perceptions Evaluations Food Ads Impulsive Consumption Unhealthy Diet Direct effects Motivations Consumption/ Nutrition Goals Source: Bargh & Morsella, 2008

  19. Children and food ads • Increased amount consumed while watching by 45% • 93 kcal in 30 minutes Harris, Bargh & Brownell, in press

  20. Adults and food ads Increased snack food consumed after watching – snack ads only Snack Ads Nutrition Ads Control

  21. Taste expectancies Nutrition Info: Calories: 100 Dietary Fiber: 6 g Total Fat: 1.5 g Sugar: 9 g Sodium: 140 mg Protein: 3 g Healthy Description These chocolaty muffins not only taste good, but they’re good for you too! Full of wholesome benefits, each wonderful muffin is made with all-natural ingredients and no artificial preservatives, flavors or colors. And every bit is filled with dark chocolate chips. Dark chocolate is a natural anti-oxidant, making them an even healthier choice. To top it all… Hedonic Description From the very first mouthful, you will love these chocolaty muffins. You are sure to enjoy the burst of intense chocolate flavor and wonderful chewy texture. These muffins are full of delectable chocolate chips that melt in your mouth in each bite. So sweet, delicious and satisfying. After only a taste you will find that they are scrumptious! The chewy texture…

  22. Expectancies affected taste

  23. But not perceived healthiness

  24. TV viewing and diet .23** High School TV Viewing Unhealthy Diet

  25. TV viewing and diet Taste of Unhealthy Advertised Foods .36** .33** .12 High School TV Viewing Unhealthy Diet (.23** direct)

  26. Food advertising to children • Rewards unhealthy behaviors • Snacking • Anywhere, any time • Fun, happiness, “cool” Sources: Folta et al., 2006; Harrison & Marske, 2005; Reece, Rifon, & Rodriguez, 1999

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